Daly agrees:

We’re additionally encouraging folks to make use of this down time to ‘put cash within the financial institution,’ i.e. add to their library, have content material prepared when issues clear up, and possibly do some work on their websites that they in any other case don’t have time to do it, like pruning, refreshing, cleansing up inside hyperlinks, and so on.

Aaron Orendorff of Common Thread Collective presents a caveat:

CPMs have hit lows, harkening again to Fb and Google’s golden age. The issue is {that a} low CPM doesn’t imply a excessive ROAS. Even much less does it imply excessive transaction quantity or income.